Buderim Ginger's alcoholic drinks appeal to new market

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BUDERIM Ginger has signed an agreement with First Choice nationally to carry its emerging range of alcoholic beverages based on its core product grown on the Sunshine Coast.

Buderim Ginger Beer and Spiced Rum and Buderim Ginger Beer and Vodka will be sold in four-pack 250ml slimline cans, leveraging off the success of the Yandina-based company's non-alcoholic range that moved to similar packaging two summers ago.

Marketing manager Jacqui Price said the move tapped into the growing cider trend among the 18 to 35 year-old demographic.

"People were asking us if they were alcoholic or not which got us thinking about the next step,'' Ms Price said.

"For the past 75 years our core strength has been ginger. It's our point of difference.''

She said the move to alcoholic beverages was an obvious market opportunity to pursue younger markets.

The product base is brewed at Yandina before being canned interstate.

The 250ml slimline packaging appeals to female customers and the can is acceptable to the guys, Ms Price said.

The company has over the past 18 months targeted the Gen Y sector through its Ginger Net website that focuses on all things ginger from pets to beards and nuts, tapping into a global audience in the process.

The interactive site is building the company a strong social media presence labelled "Buderim Ginger brought to you by the world's best ginger" which is backed at this stage by samplings of product across Australia served from Ginger One, a customised VW Kombi restored by the Doonan Kombi Shop.

It was engaged this past week in market activations during Melbourne's O-Week activities.

Ms Price said the beverage market offered Buderim Ginger huge opportunities and access to a new demographic.